On the second day of the three-day edition of the JA New York show, the Italian presence under the aegis of Piazza Italia is affirming itself in style, purpose and ambition. The fully revamped Italian Pavilion, curated by partner & vice-president Marco Giovanelli, stands out not only in visual terms but also in strategic design and pre-show support.
A new look, a sharper message
Visitors entering the Italian zone immediately note the fresh stand design: refined branding with clean white and warm bronze accents, bespoke lighting to showcase high-end jewelry collections, and curated signage that reinforces Italian-made excellence. “We wanted to shift from container to experience,” says Marco Giovanelli. “Our goal is that visitors feel they are stepping into an Italian micro‐ecosystem of craft, design and service.”
Extended promotion: digital + print
In advance of the show, Piazza Italia rolled out a dedicated digital campaign that included targeted social-media placements and an email outreach to U.S. and international buyers. In parallel, a beautifully printed booklet was distributed at buyer registration to every attendee visiting the pavilion — highlighting all participating Italian vendors, key collection themes, and a special invitation to engage with all companies exhibiting. “From the moment of set-up to the final handshake we provide white-glove support,” notes Giovanelli. “We believe the difference is in the details – from our stand logistics to our customer-care rhythm throughout the days of the show.”
Catalyst for growth: 20 vendors by March 2026
A strategic highlight of this year’s pavilion is its role as platform for future growth. With the show organizer’s strong backing, Piazza Italia is targeting a full roster of 20 Italian jewelry and accessories vendors for the first of the 2026 editions (scheduled in March). The partnership with the show organizer is described as “a vital strategic advantage” — a synergy that our team plans to extend beyond B2B tradeshows, applying the concept to B2C events such as the success achieved last summer at the Hamptons Jewelry Show. The logic: replicate the high-touch Italian pavilion model in multiple environments, thereby increasing visibility and market access for Italian brands in the U.S.
Set-up and service: our premium touch
Having exhibited previously at the same show, Piazza Italia brings a seasoned approach. The stand arrives pre-configured, signage laid out in advance, logistics handled by our team—so that exhibitors can focus immediately on buyers. On-site, a dedicated team monitors traffic flow, buyer appointments, and vendor support, ensuring the smoothest possible experience. “We see each vendor as a partner in the Italian mission,” says Giovanelli. “Their success is our success.”
As day 2 unfolds, the pavilion is already generating buzz among buyers and exhibitors alike. With its professional appearance, pre-show momentum, and service-oriented build, the Italian presence at JA New York looks set to deliver immediate results — and build a foundation for expansion in 2026.